Trends and predictions for 2025

Gen Z and Millennials are moving away from traditional drinks, choosing instead options that reflect their individuality – something authentic and flavourful. To dive deeper into what this change means for the Swedish drinks market, we spoke with Oskar Johansson, Marketing Manager at Solera Group Sweden. Johansson shared his thoughts on the biggest trends, what’s driving consumer preferences, and how brands can lead the charge in the evolving drinks market.

What changes do you predict in the drinks industry in Sweden in 2025?

Looking ahead, Johansson predicts that the Swedish drinks market will see a continued move towards individuality in beverage choices.

“Younger consumers no longer just drink to fit in,” he explains.

“They’re seeking drinks that speak to who they are – whether it’s a unique RTD (ready-to-drink) or a crafted cocktail.”

This generational shift is redefining the industry, with people preferring flavours that feel personal and authentic.

Johansson also emphasises the growing importance of non-alcoholic beverages, which have moved beyond being a niche market.

“Non-alcoholic drinks are essential now.”

Both Millennials and Gen Z are embracing these options – not just for health reasons, but also for the flexibility they offer in social settings.

Johansson believes this category will continue to grow significantly, driven by a rising demand for both convenience and quality. Non-alcoholic RTDs are no longer just for designated drivers; they’re becoming the go-to choice for anyone looking for an enjoyable drink without the hangover.

What trends can we expect to see or should we be following in 2025?

“We still see growth in the upper price segment driven by The Original Long Drink together with local craft brands and global players,” Johansson says.

“The Original Long Drink continues to perform really well for us. Its appeal lies not just in its refreshing taste but in its authenticity. People recognize it as something uniquely Finnish[1] . The great performance of OLD is a mix of understanding the consumer, meeting them in both digital and physical surroundings and activating the brand in all channels.”

Johansson believes that the current state of the world fuels the popularity of The Original Long Drink in Sweden.

“It highlights again that ‘Finlands sak är vår sak’ and that the Nordics is one community. Sometimes it even seems that being a Finn is in fashion. In Swedish: Det är inne att vara Finne.”

In 2025 consumers seek flavours that feel both nostalgic and contemporary.

“They are willing to pay more for a drink that feels special.”

From classic flavours like red berries to more tropical and exotic profiles, premium drinks offer more than just refreshment – they provide an experience. This shift is aligned with a growing preference for natural, balanced flavours, moving away from overly sweet options.

Alco-pops, too, are evolving. The market is moving away from overly sweet, low-quality options and towards beverages with higher-quality ingredients and more sophisticated flavours.

“Consumers want drinks with better spirits, whether it’s a hard seltzer or a crafted cocktail-inspired RTD.”

This shift towards better quality is reflected across the entire RTD sector.

What kinds of companies or ideas will succeed this year?

Johansson stresses that the companies most likely to thrive are those that deeply understand their consumers.

“It’s not just about putting a product out there. It’s about listening to what people really want and connecting with them authentically," he says.

For Solera, that means focusing on both convenience and quality, especially as RTDs and non-alcoholic options take center stage.

As an example of this approach, Johansson points to the launch of a new flavour of long drink.

“We launched a new flavour recently, and the response has already been fantastic,” he shares, visibly enthusiastic.

“It’s all about delivering something fresh and exciting for our consumers.” For those who don’t know, Johansson goes on to share the new flavour: “It’s pink raspberry!”

The launch has already taken place in Sweden and Finland, with consumers already excited by the refreshing new flavour.

This new addition to their product lineup shows how Solera listens to their customers and gives them exactly what they’re craving – a new and fun flavour that aligns with evolving tastes. It’s a perfect example of how even in a competitive, fast-moving industry, there’s always room to innovate and engage with consumers in a meaningful way.

The key to success, according to Johansson, is staying true to your brand while meeting consumers where they are, whether it’s offering a new product, responding to feedback, or simply being there when consumers are ready to make a choice.

How do you see sales increasing in the drinks industry moving forward?

Johansson is confident that the drinks industry will continue to see growth in the RTD category.

“The demand for convenience is driving sales in the RTD category, but it’s also about offering products that people want to enjoy again and again.”

As consumers prioritize authenticity and premium experiences, the focus will shift towards quality rather than just quantity.

Non-alcoholic beverages, in particular, are playing a big role in this growth.

“People want the experience of a drink, without the alcohol,” Johansson notes, highlighting how this trend has shifted from a simple need to a must-have in the market.

As the drinks industry continues to evolve, Oskar Johansson’s insights make it clear that authenticity, premium experiences, and convenience will define the future.

From the rise of RTDs and non-alcoholic options to the changing tastes of younger generations, the industry is on a path to exciting transformation. For brands, staying ahead means understanding consumer needs and staying true to what makes your brand unique.

Fact box: Oskar Johansson

Marketing Manager Oskar Johansson leads marketing efforts for Solera Group Sweden, part of the Royal Unibrew family. He is an experienced professional in the beverage industry, with over a decade of expertise in brand management and marketing. Johansson has a background in hospitality and a passion for innovative drink experiences. He is dedicated to understanding consumer needs and shaping the future of the drinks industry.